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GECA Claim Authenticated mark

GECA’s Claim Authenticated mark gives consumers confidence in purchasing or using your service and products, avoiding greenwash. Greenwashing refers to companies making self-declared incorrect, misleading, and sometimes entirely false claims. This can lead to a loss of legitimacy and reputation in the marketplace and is also a breach of Australian Consumer Law.

Examples of problematic claims include:

• Those with no supporting data or other forms of evidence
• Where details relating to a claim are not publicly available
• When there is no independent third-party verification
• If the claim has no relevance to the product category
• When the claim masks other serious impacts generated over a product or service’s lifecycle

Individuals are increasingly more conscious about how they consume. Trust and transparency are integral factors in creating lasting behaviour change. The best marketing an organisation can do is to prove its commitment to positive social and environmental impacts. Unlike meaningless “green” symbols or self-declared claims on a product or service, the GECA Claim Authenticated mark provides independent third-party assurance that your claim has been substantiated through an in-depth exploration and desktop audit on specific claims.

Make Your Claim Work for You

In today’s saturated sustainability space, standing out requires more than just a good story — it needs proof. GECA’s Claims Authentication service helps ensure your claims aren’t just compliant but compelling. Whether you’re promoting recycled content, energy reductions, or compostability, third-party verification elevates your message from a marketing line to a mark of integrity.

Here’s how it works for your brand:

Build Trust with Customers—Consumers are increasingly savvy, and they want to support brands that walk the talk. A GECA Authenticated Claim offers them independent assurance that your sustainability claim is specific, substantiated, and transparent.

Reinforce Brand Authenticity—You’re not just reducing impact — you’re demonstrating leadership. Authentication supports your brand’s reputation as a value-aligned, credible partner, making it easier for conscious consumers and procurement professionals to choose you.

Support Strategic Marketing—The Claim Authenticated mark is more than a badge — it’s a story starter. Integrate it across product packaging, digital platforms, sales collateral and sustainability reports to drive brand preference and commercial outcomes.

Drive Customer Connection—By providing clarity and evidence behind your claims, you empower customers to feel confident about choosing your products and services — not just because they’re “green,” but because they’re genuinely better.

With GECA’s Claims Authentication service, conscious consumers can confidently differentiate your product, service or organisation from others with false or misleading claims. Importantly, our service follows the principles of internationally recognised ISO 14021 – ‘Environmental Labels and Declarations’ – self-declared environmental claims (Type II environmental labelling). GECA’s Standards & Technical team conducts a research and criteria development phase, assessment against criteria and independent review of findings. GECA ensures that specific criteria are developed and that a technical specialist, separate from the criteria development, checks all documentation to ensure credibility.

Core claim categories include:

• Recyclable product
• Recycled content
• Compostable items
• Water filtration
• Energy-related claims (e.g. emissions reductions or renewable focus – LCA not included)

Claim categories outside the above may be catered for but are subject to additional costs.

All GECA Authenticated Claims have the following attributes:

• Accurate and truthful
• Presented clearly
• Seeks best practice or eliminates the worst practice
• Material to the product or service
• Demonstrates an impact
• Specific
• Verifiable
• Compliant to ISO 14021

VinylCycle Claims

As part of our broader Claims Authentication service, GECA has partnered with the Vinyl Council of Australia (VCA) to verify recycled PVC content claims, encouraging recycled PVC uptake and related innovation. Click here for more information.

GECA Claims Authentication & VinylCycle logo

If your company is ready to go beyond a self-declared claim, contact us today to learn how to get started!

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